#10 (4 1/8 x 9 ½) is the most economical and appropriate for business to business AND it limits your panel sizes on the brochure and the lift note in case you have a big idea to get across to your prospects
“ 6 X 9” or appropriately smaller are also favorites. They are perfect for more promotional mailers, because they allow for a lot of space with bigger panels that Sell the Dream
Once your prospect has become interested in you and what you are offering through your letter, the brochure provides the facts and the details that he or she needs to decide to purchase your product or services .
Here is a checklist for your Brochure:
Can you tell the name of your product or services no matter what side of the brochure you see first?
Is there a synopsis somewhere near the top of the brochure that summarizes your key products features or benefits?
Is it well organized into sections so that readers can move quickly to the area of greatest interest or need?
Is the name, address, and the phone number of your company somewhere on the brochure?
Do you show the guarantee, preferably with a bordered box that visually communicates “Guarantee”?
This is the one piece that your creative team should spend the most amount of time on to do it right, as well as make it attractive, colorful, easy-to-find and easy-to-understand piece in the entire package.
Reassure people that their satisfaction is guaranteed. Emphasize it often.
The less you tell, the more you sell
Ex. A product may offer users hundreds of benefits, but they are only likely to remember 5-give them 5 good, strong details on why to buy your product or service. Giving too many details bog the product down.
Don’t buy back the vacuum cleaner. Once you’ve pitched your features and benefits, simply tell them again the offer.
There are many ways to write a letter as there are target audiences-style-tone-punctuation-frequency of offer and call to action can vary immensely.
Your paragraphs should be as short as possible, that the bullet points are a great way to describe a long list of features and benefits and that every word should be written with the needs of the reader in mind. Thank you.